Morrisons took the same spot at the end of January after poor Christmas trading (PRWeek, 21 January). Negative coverage returned after it admitted profits would be up to £40m less than it had predicted in its Christmas trading update.
The Ministry of Defence also returned to the bottom five, taking the table's second-worst position. The House of Commons' defence select and public accounts committees criticised military cuts and the £250m purchase of eight flawed helicopters in the 1990s.
News that Boots had been unable to sell all of its Christmas stock saw the company fall to third-last position.
But Tesco moved back to the top slot after Retail Week named the supermarket Retailer of the Year.
Tesco continued to gain market share and is the world's third-largest supermarket behind Wal-Mart and Carrefour.
Tesco rival Asda returned to second place after one month's absence from the chart's top five.
Reputation Monitor is compiled from Thomson Intermedia's National News Index, a measure of media sentiment that excludes stock market reports and passing mentions.
REPUTATION MONITOR 15-21 MARCH 2005
Rank- Rank last Organisation NNI
1 2 Tesco 142.1
2 87 Asda 86.8
3 68 Smiths Group 86
4 15 Sainsbury's 74
5 44 O2 73
1 115 Wm Morrison -269.7
2 4 MoD -55.8
3 13 Boots -49.6
4 11 General Motors -45.5
5 n/a Atkins Nutritionals -29.7
Source: www.newsmetrics.co.uk/Thomson Intermedia plc
*Rank last week is position from bottom of table